Zambia Gears Up for ITB 2018

 Zambia Tourism Agency Chief Executive Officer Felix Chaila meets with Zambia's Ambassador to Germany Anthony Mukwita

By NDUBI MVULA, Lusaka
THE word and expression is loud and clear judging from what Zambia Tourism Agency Chief Executive Officer stated while in Berlin, Germany during an on-the-spot check on how Europe’s largest travel and tourism fair is progressing in terms of preparations.
“Its official—ITB Berlin Zambia ‘sold-out,’ …. ZTA Chief Executive Officer Felix Chaila tells Ambassador Anthony Mukwita, and Tourism and Arts Permanent Secretary Dr Liya Mutale.
In what may be coined as “ITB Berlin Countdown” , First Secretary for Press Kellys Kaunda says with about 50 days to go before Europe’s largest travel and tourism fair kicks off in Berlin, Ambassador Mukwita is a happy man after receiving the good news that The fair is “sold out!”
The news was delivered at his Axel Springer Office during an update on the travel showpiece when Mr Chaila paid him a courtesy call over the weekend in the company of Tourism and Arts Permanent Secretary Dr Mutale.
“Normally we would have about 11 exhibitors but we have so far signed up a total of 30 who have confirmed participation and half of that number has already paid up exhibition fees in full,” a visibly delighted Mr. Chaila said.
Calling it “a good problem”, Mr Chaila says the overwhelming response from the private sector provides Zambia with a perfect opportunity to fully utilize the historical moment in the country’s engagement with Europe in terms of tourism.
And overjoyed by the news Ambassador Mukwita says, “over subscription of the event does not mean more Zambians cannot sign up because the more, the merrier”.
And Dr Mutale says the German market was opening and presenting Zambia with good opportunities for expansion into Europe.
“There may be language barriers but there are tour operators with the ability to speak other languages such as French and Chinese and Germany could be considered,” she said.
Dr. Mutale informed Ambassador Mukwita that while the Zambian Government through the ZTA was marketing its tourism potential to the rest of the world, it has also embarked on local or domestic tourism marketing.
“For Zambians to sell the country’s tourism potential, they must have knowledge of their country. So we are offering a domestic tourism package to the public servants,” she said.
And speaking during the same meeting, Zambia’s Honorary Consul and ITB organizer Jorrit Plambeck called for comprehensive messaging.
“While it is important that you share the country’s traditional and natural heritage, it is equally important to tell them about such practical things as the availability of Internet services that will enable tourists to instantly send images of what they see on the ground back to their places of origin,” advised Mr. Plambeck.
And an ITB official Bettina Badon recently said Zambia stands to reap full benefits of being a Cultural Partner at the forthcoming travel show.
Ms. Badon was speaking when she presented the ITB Berlin news, the official publication of ITB to Ambassador Mukwita at his Axel-Springer office.
“The event is covered by more than 7000 journalists from around the world every year. This means Zambia as a Cultural partner stands to gain maximum exposure during the event,” she said.
She said tourists around the world, tour operators and investors are always looking for a new “wow” destination and Zambia could just be that destination of choice.
Zambia is for the first time set to be Cultural and Convention Partners at the event attended by more than 10,000 organisations from 180 countries and attracting more than 100,000 visitors daily in Berlin.
Ambassador Mukwita said businessmen community in Zambia must exploit the opportunity to market themselves, their products and forge new business relations for the future and also appealed to the Zambian media, private and public, to heighten attention around the event in order to encourage more participation.
President Edgar Lungu has recently increased calls to diversify the Zambian economy and increase the GDP earnings via sectors such as tourism and agriculture instead of copper alone.
He recently declared the tourism sector as second from agriculture, relegating copper to the third position, a situation that Tourism and Arts Minister Charles Romeo Banda says is a positive move towards making Zambia the best tourism destination of choice.
However, Mr Kaunda says Zambia’s position as ITB 2018 Culture and Convention Partner is the first since the country started exhibiting at the prestigious event that attracts 100,000 visitors daily during the show and exhibitors from 180 countries annually.
Mr Kaunda says this is the time for Zambia to shine and it shall do just that.